Can online shopping be social?

We've gone shopping with friends for years; shopping is often a social event. But can shopping online ever really be social?

The idea of social shopping isn't new:

Sites like ThisNext and a handful of services like Kaboodle.com, Wists.com andStyleHive.com are spearheading a new category of e-commerce called “social shopping,” that tries to combine two favorite online activities: shopping and social networking. These sites are hoping to ride the MySpace wave by gathering people in one place to swap shopping ideas. And like MySpace, the sites are designed for both browsing and blogging, with some shopping-related technology twists included.

Social shopping is just the latest solution to a chronic problem for online retailers and shoppers: many shoppers aren’t sure what to buy, but they know they won’t find it on the sites of mainstream retailers like Macy’s, Amazon or Wal-Mart.

The rapid rise of social networking and sharing everything with friends via Facebook has both made it possible as well as easy to shop socially. The igotihav Wantlist allows your Facebook friends to see what you want. My Stuff allows them to see what you have already purchased.

But that's more of a social gift list. What about letting my friends comment on my purchases?

Good point.

So igotihav will soon be letting your friends comment on what you want. Get their views. Their comments. Their recommendations. Their insight. "Really? Those shoes?" Whether the comments are good or bad, it will feel as if your friends are right there with you as you shop.

And as soon as we figure our how to share a virtual coffee, we'll add that too.